Welcome to the Emi Jay Era.
When Founder and Director of Brand Julianne Goldmark launched Emi Jay as an indie hair accessory brand at just 14 years old in 2009, she never imagined it would one day be on Sephora’s coveted shelves.
But here we are. Dream big, aim high, and work for it—Goldmark is proof that anything is possible.
As of February 11, direct-to-consumer darling Emi Jay—known for its hair ties, bejeweled claw clips, muted pastel hair accessories, and clean haircare products—officially adds another win to its ever-expanding universe: it’s becoming a Sephora brand with its launch on the beauty retailer’s e-comm site.
On February 21, the brand will debut in nearly 400 Sephora stores across the U.S.—a Sephora Canada launch is also in the works for summer 2025.
Even more significant? Emi Jay will be featured on Sephora’s “Next Big Thing” wall: prime retail real estate where Sephora highlights its most promising, newest brands poised for breakout success.
Emi Jay’s trajectory so far is nothing short of explosive. Among the highlights? Eight-figure sales in 2024; +37% YoY growth in direct-to-consumer (DTC) sales for two consecutive years; doubled quarterly sales in haircare; +34% YoY growth in new client acquisition; +180% YoY growth in Earned Media Value (EMV) from 2023 to 2024; 104% YoY growth in organic creator audience; and consistently ranked in the top 5 within its direct competitive set (per Tribe Dynamics)
Sephora took notice.
“With the brand’s community-driven approach, Emi Jay is committed to offering effortless, on-trend hair accessories and products that promote self-expression—which we know will resonate with our Sephora community,” says Jennifer Lucchese, VP of Haircare Merchandising at Sephora.
Goldmark, a 2023 Forbes’ “30 Under 30” honoree (under “Retail & E-commerce”), sees this milestone as bigger than business. It makes her one of the youngest Asian-American women to launch in Sephora omni-channel.
“Sephora means so many things to us, but to me, the most exciting part is giving our customers a real-life touchpoint to experience Emi Jay in person. Our customers have been asking for this—our IRL pop-ups have been a massive success, so this is the next logical step. Emi Jay evokes a feeling, and having our world come to life inside Sephora is a dream come true.”
Emi Jay is no stranger to community-driven activations. The brand has hosted five IRL pop-ups (which bring the people!), with a Sephora launch party at The Grove up next.
For any beauty founder, breaking into Sephora is a pinch-me moment—one that can propel a brand onto a global stage. Beyond prestige, Sephora’s “halo effect” legitimizes a brand, serving as a stamp of approval in an increasingly competitive market.
Back in the 2010s, direct-to-consumer (DTC) brands were reshaping the industry. Companies like Glossier, Away, Mejuri, and Warby Parker disrupted traditional retail by building their own customer ecosystems. They pioneered digital-first strategies, leveraged social media for rapid growth, and cultivated strong brand communities—just like Emi Jay is doing now with its Sephora expansion.
Today, beauty brands recognize that a hybrid model—DTC + wholesale—is the winning formula for long-term success.
Even Glossier made waves when it entered Sephora in February 2023, a milestone that underscored a larger shift in the industry (and marking the first time Glossier partnered with a retailer). Rhode, Hailey Bieber’s beauty brand, recently announced that it’s following suit, proving that even DTC powerhouses can lean into a retail footprint to scale effectively.
The common thread between Glossier, Rhode and Emi Jay? A built-in community of super fans (super helpful when pitching retail partners); proof of concept beyond a single viral product; a well-oiled marketing machine; and an “It girl” aesthetic that resonates with Gen Z and millennials.
Beyond its signature hair clips (think the Big Effing Clip and Sweetheart Clips), Emi Jay’s prestige brushes and haircare products will be available exclusively at Sephora. These include: Dream Creme (a weightless hair mask), Angelstick (a smoothing hair balm and one of the brand’s bestsellers), Halo Hair Oil (a lightweight finishing oil), and its newest product, Aura Hair Mist (the highly requested fragrance mist launching alongside the Sephora debut).
Many beauty brands now realize that wholesale + DTC = sustainable growth. Without retail distribution, growth can stagnate.
Goldmark’s advice for aspiring founders? “Be patient and make sure it’s the right fit. We work with incredible retailers on the accessories side, but for our haircare, we wanted to wait for the right partner. People suggested other retailers, but I trusted my gut and waited for Sephora.”
Goldmark’s personal Sephora connection goes way back:
“As a kid, my grandmother would take me to Sephora in Sherman Oaks after school, and I would obsess over Urban Decay body shimmer and Philosophy scents. So to see Emi Jay in Sephora today? It’s surreal.”
In 2021, Sephora’s in-store events team approached Emi Jay to create a gift-with-purchase clip. The black-and-white striped clip sold out quickly—leading Goldmark to pitch Sephora directly.
At first? No response.
Even after being connected with a haircare merchant, the timing wasn’t right. But years later, a serendipitous connection changed everything:
Cindy Deily, Sephora’s VP of Skin, has a daughter who is an Emi Jay fan. She introduced Goldmark to Lucchese, and suddenly, things moved fast.
“We brought my dear friend, hairstylist Amanda Lee, to Sephora’s offices in San Francisco to style their team’s hair with Emi Jay,” Goldmark recalls. “We clicked immediately—it felt meant to be.”
Months later, the Sephora team invited Emi Jay to launch on the Next Big Thing wall—and the rest is history.
Scaling into a major retailer like Sephora doesn’t mean losing Emi Jay’s signature “It girl” aesthetic.
“We’re staying true to our brand DNA. For our in-store merchandising display, we incorporated film photography instead of commercial studio shots. Our creative process is sacred, and we won’t compromise it—even as we scale,” Goldmark shares.
From inventory investment to creative assets, preparing for Sephora required a new level of planning. “We had to invest heavily to meet Sephora’s demands, which was a whole new experience for us.”
Jen Atkin, founder of OUAI and Mane Addicts, has been a guiding force.
“She’s our biggest cheerleader, constantly reminding me to enjoy the process. It sounds obvious, but when you’re building a business, it’s easy to get overwhelmed,” Goldmark shares.
What’s next for Emi Jay? Growth, gratitude and another exciting launch in May.
“We’re so grateful Sephora is taking a chance on us, and that our community has supported us all these years. This next chapter? It’s for our day one fans.”